Nissan CEO Ivan Espinosa is leading a crucial U.S. turnaround, aiming to erase the brand's "rental car" perception. The company's past focus on "volume, volume, volume" through heavy discounts and fleet sales severely damaged resale values and brand exclusivity, making Nissan a "default choice." Espinosa's new direction prioritizes profitable retail growth, stronger products, and enhanced brand perception, moving away from rental car sales. Key initiatives include a Rogue hybrid and the return of rugged SUVs like the Xterra, leveraging Nissan's strong quality. Despite a 9.6% sales increase in Q2 2026, driven by SUVs, weak EV and sedan sales underscore the ongoing challenge to revitalize Nissan's vital U.S. market share.
Josh Max is a Contributor with extensive experience in the automotive industry. With a background as the chief auto correspondent for a NYC tabloid and as the host of the auto show CARnivore on Discovery Channel’s Velocity network, he focuses on themes related to automobiles, motorcycles, and personal finance. His work has been featured in notable publications including the New York Daily News, Forbes, and The Washington Post.















